AgendaAgenda• Who We Are

• Why Green Marketing?

• Consumer Environmental Values

• Adding Value: Telling The Story

• What We Offer

Protected Harvest Protected Harvest

• A non-profit certification organization • Advance & certify environmentally &

economically sustainable farm practices• Practices based upon stringent, transparent

and quantifiable standards• Advancement includes incentive-based eco-

labeling, promotion & public educationwww.protectedharvest,org

Why do green food standards Why do green food standards exist?exist?

• Green standards exist because of the desire of certain players in the marketplace who want to tell the environmental story behind their products.

• These players may be grocers, food processors, growers or distributors.

How do they help protect the How do they help protect the environment?environment?

• Unless the food is grown using standards that benefit soil, water & air quality, green labels don’t protect the environment.

• Unless we can measure the impact on the environment, benefits are anecdotal.

Why Bother with Green Marketing?Why Bother with Green Marketing?1. Current Situation 1. Current Situation

ProductProductPricePrice

Market ShareMarket Share

2. Add Value 2. Add Value

ProductProductPricePrice

Market ShareMarket Share

3. Increase Share 3. Increase Share

ProductProductPricePrice

Market ShareMarket Share

4. Both4. Both

ProductProductPricePrice

Market ShareMarket Share

5. Expand other Markets5. Expand other Markets

ProductProductPricePrice

Market ShareMarket Share

6. Overall Strategy6. Overall Strategy

ProductProductPricePrice

Market ShareMarket Share

Food companies & corporations Food companies & corporations getting into sustainable aggetting into sustainable ag

Examples:• Ahold• Dow Chemical• Novartis• Unilever

Which matters moreWhich matters more---- a green seal a green seal or its environmental standards?or its environmental standards?

• Both matter.• The seal helps “sell” the standards.• Protected Harvest is more concerned

about obtaining the environmental benefits on the ground and measuring them. The label is secondary.

Consumer Environmental ValuesConsumer Environmental Values

“... in consumer surveys, surface and ground water contamination by pesticides

score as the greatest concerns among all survey respondents, followed closely by

pesticides' impacts on birds and wildlife, and residues on food.”

Hartman Report

Health is Key Motivation to Protect the Health is Key Motivation to Protect the EnvironmentEnvironment

Percent of American adults who name the following items among Percent of American adults who name the following items among their top 1 or 2 reasons to protect the environmenttheir top 1 or 2 reasons to protect the environment

56%

48%

31%

20%

18%

0% 10% 20% 30% 40% 50% 60%

Protect HumanHealth

Protect Resourcesfor future

generations

Ensure existence ofnatural places and

wildlife

Preserve recreationareas/national

parks

Protect resourcesfor the economy

-Green Gauge Report 2000Roper Starch Worldwide

Key Consumer Findings: Key Consumer Findings: “Healthy Grown” Focus Groups“Healthy Grown” Focus Groups

• “Pragmatically concerned” about pesticides • Understand “environmentally friendly”

potato• Like message that combines health &

environment• Expect price to be more than conventional &

less than organic

Healthy Grown® Potatoes

“Don’t forget that the inherent value

to the consumer of that mundane

[product] is enhanced by its eco-

benefits; benefits that are conveyed

by a brand that they trust and

understand.”

Hartman Group: Food and the Environment Update 2001

Environmental Values to ConsiderEnvironmental Values to Consider

bConserving & protecting natural resources & wildlife;

bReducing or eliminating pesticides, antibiotics & hormones;

bTaking lead roles in the local community & the larger

agricultural community; and

bProducing food of high nutritional value and exceptional

quality using production methods that build healthy

farm ecology and economy.

What Protected Harvest OffersWhat Protected Harvest Offers

The Protected Harvest The Protected Harvest ApproachApproach

• Go for a maximum environmental impact by working with mainstream agriculture

• Work with grower groups or food companies to achieve a critical mass for change

• Establish a grower performance continuum & require the poorer performers to move to the higher end of the scale over 3-5 years

Protected Harvest Certification Protected Harvest Certification Creates AuthenticityCreates Authenticity

“For manufacturers..., authenticity can be created by communicating the laudable production practices and their benefits that distinguish their products.”

The Hartman Report, a multiyear study of environmental marketing (p. 52).

What Protected Harvest Has to Offer:What Protected Harvest Has to Offer:Independent 3rd Party VerificationIndependent 3rd Party Verification

• The value of credible, predictable, independent verification of agricultural practices & environmental traceability

– Every expert on green marketing says that 3rd party certification is essential to the credibility of a company that is engaged in green practices.

The Steps Toward CertificationThe Steps Toward Certification

• Collect & use data to assess practices & use of inputs

• Create a performance continuum to see how participants compare to others in the same sector

• Create an advisory committee with Protected Harvest

Example: Preventative Practice PointsExample: Preventative Practice Points

• Total of 100 points• How to determine

-Information gathering – 38 points-Disease Management – 27 points-Insect Management – 20 points-Weed Management – 15 points

PPP Score

96 - 98

88 - 90

80 - 82

72 - 74

64 - 66

56 - 58

48 - 50

40 - 42

32 - 34

24 - 26

16 - 18

8 - 10

0 - 2

Distribution of PPP Score

for all 90 Surveyed Growers in 1998N

umbe

r of G

row

ers

12

10

8

6

4

2

0

Std. Dev = 9.23

Mean = 41N = 90.00

PPP Scored for All GrowersPPP Scored for All Growers

MultiMulti--attribute Toxicity Unitsattribute Toxicity Units• Indefinite Amount of Points• Determined by 4 factors

-Acute Mammalian Toxicity-Chronic Mammalian Toxicity-EcoToxicity Factor (for example avian and fish)-BioIPM Toxicity Factor (resistance, impact on beneficials, impact on bees)

Toxicity Units for All GrowersToxicity Units for All Growers

Tox Score

4800 - 4900

4400 - 4500

4000 - 4100

3600 - 3700

3200 - 3300

2800 - 2900

2400 - 2500

2000 - 2100

1600 - 1700

1200 - 1300

800 - 900

400 - 500

0 - 100

Distribution of Toxicity Score

for all 90 Surveyed Growers in 1998N

umbe

r of G

row

ers

12

10

8

6

4

2

0

Std. Dev = 811.29

Mean = 2153N = 90.00

More Steps Toward CertificationMore Steps Toward Certification

• Select a starting point on the upper end of the continuum which poorer performers must reach

• Develop a 3-5 year plan• Advisory Committee to recommend

standards to Protected Harvest Board

BioBio--IPM Scores IPM Scores ––All GrowersAll Growers

Biointensive IPM Score

2.8 - 3.0

2.4 - 2.6

2.0 - 2.2

1.6 - 1.8

1.2 - 1.4

.8 - 1.0

.4 - .6

.0 - .2

-.4 - -.2

-.8 - -.6

-1.2 - -1.0

-1.6 - -1.4

-2.0 - -1.8

Distribution of Biointensive IPM Score

for all Growers- 1998

(outliers at -5.93 and + 6.23 not included)

Num

ber o

f Gro

wer

s

12

10

8

6

4

2

0

Std. Dev = .75

Mean = .1

N = 88.00

Last Steps to CertificationLast Steps to Certification

• Board approves recommendations -- with modifications

• Certification begins after training session with participants who must provide an annual report to Protected Harvest staff

• Protected Harvest auditors verify that standards have been met

What about “it What about “it ain’tain’t organic”?organic”?

• The product can be priced close to the conventional product

• Consumers can be educated at point of sale• Consumers do care about food safety and water

quality & we can reach a larger segment of the mainstream market (the “latent”market that the Hartman reports reference)

• We can substantiate what we say through measuring, monitoring and our chain of custody

Uses of Protected Harvest ValidationUses of Protected Harvest Validation

• Print marketing• Labeling• To seek endorsements from other groups

who influence consumer attitudes• On the web

– Unilever example, “Growing for the Future” Booklet can be downloaded

• We can be creative & flexible!

To Label or Not to LabelTo Label or Not to Label

• The seal could be placed on every product• The seal can be used as an educational tool at

the point of sale• Protected Harvest certification can be used to

talk about the company mission• There are lots of options!

The Ultimate GoalThe Ultimate Goal

A sustainable plan for the production of your product that can be used as a value-add for the brand

Example of a Protected Harvest Example of a Protected Harvest Partnership: The Tree Fruit ProjectPartnership: The Tree Fruit Project

• Role of Protected Harvest – facilitate design of project and assist with

finding funds– engage with growers & experts to develop

workable production standards– partner with grower group and/or food

company to develop a certification program– use certification to advertise environmental

approach

Benefits of PartnershipBenefits of Partnership• Affiliation with a credible, expert

organization– Members of the Board from mainstream

environmental organizations • Greater opportunities to work with

recognized government & university experts

• Privilege of the means to tell a credible environmental story about farming

What Kind of Environmental What Kind of Environmental Value Can Be Obtained?Value Can Be Obtained?

• Development of measurable soil & water quality standards which do not exist for organic agriculture!

• Incentive-based practices that tackle problems with nonpoint pollution and allow farmers to take credit for what they do

• Demonstration by farmers that they are complying with water & air regulations

• Thousands of acres of orchards in compliance with environmental standards

• Practices of “early adopters” often spread to others

Protected Harvest Board of Directors

Randy Duckworth, JD Principal,Grapeview Market Development (Board President & General Counsel)

Jeff Dlott, PhD President, RealToolbox, Inc.

Jason Clay, PhD Vice President, Center for Conservation Innovation, World Wildlife Fund

Scott Faber, JD Water Resource Specialist, Environmental Defense

Polly Hoppin, ScD Senior Scientist and Manager, Environmental Health Program,Tellus Institute

Protected Harvest Board Of Directors

Jeannine Kenney Director of Communications, Public Policy and Member Outreach, National Cooperative Business Association

Charles Mellinger, PhD Technical Director, Glades Crop Care, Inc.

Cliff Ohmart, PhD Director of Integrated Farming and ResearchLodi-Woodbridge Winegrape Commission, California (Board Secretary)

Erik Olson, JD Senior Attorney,Natural Resources Defense Council

Jeff Wyman, PhD Professor, Department of Entomology, University of Wisconsin at Madison